What makes a successful video?

Successful videos should be engaging, whether this by with editing or choreography or direct address in performance. Most videos are a mixture of narrative and performance because this provides a range of different shots which engage the audience, while still focusing on the talent.


Dua Lipa's video 'New Rules' is fairly successful, reaching 2.1 Bn views. After looking at the video, I believe some of the main concepts that led to this are cinematography and choreography.

• Many of the opening shots are visually pleasing and high quality, with high key lighting. This makes the whole video nice to look at. 

• Although the actors in the music video are not dancing, there is clear choreography as a tracking shot shows them moving around the room in some kind of routine which tells the story. The routine is matched to the lyrics; for example, she goes to the phone for the lyric 'don't pick up the phone'. This highlights the narrative to the audience making it easy to follow, but also using enigma code as to what may happen next. 

• The dream-like situation of the music video also makes it appealing to audiences, which is obvious due to the flamingos and other fantasy elements such as walking on water. According to Kinder, this is important as dream-like elements heighten the emotional arousal and attention. 

• High key lighting creates a positive atmosphere of sticking together and supporting women, and empowering eachother. This arguably acts as a counter type to McRobbie or Mulvey in certain ways, and therefore makes the video successful due to the fact that audiences want to see modern media that isn't traditional or offensive. 

• Use of colours - this uses Barthe's semantic and symbolic code as they contribute to the positive mood and symbolise certain things. At first the lighting and colours are fairly fade which eventually turns to bright saturated colours can represent being strong.